The Study On Dilemmas And Strategies During Development Of Broadcasting APP In China Under The Background Of Mobile Internet

The development of Internet technology has changed the traditional industrial structure of our country and the way people live.Since 2010,the emerging Internet industry prosperity and development,China's broadcasting APP industry is gradually maturing after 7 years of exploration and development,there was the emergence of a large number of famous broadcasting APP,such as Himalaya FM,Qing Ting FM and koala FM.As an important channel of the audio communication in the mobile Internet era,Broadcast APP had been playing an important role in China's mobile phone APP,and has become an important tool for many people's daily lives.Therefore,with the update of Internet technology and implementation of the "Internet plus" strategy in our country,the research on broadcast APP from different angles is necessary.Taking broadcast APP as the research object and representative product Himalayan FM as the research sample,basing on the practical experience and data,using the theories and methods of Communication and Economics,this paper shows the development dilemmas on broadcast APP in our country by participate in observing research method,case analysis method and literature review method,and gives some development strategies basing on development direction by analysis induction.This study is divided into four parts: the first part is the first chapter and the main content is introduction of the research background.Based on the form researches,this paper clarifies the meaning and purpose of this study,combs the main problems and research methods of this study,and shows the thesis' main structure.The second part is chapter 2,which is mainly to define the classification of broadcast APP.By combing the development process of broadcast class APP,the connotation of broadcasting APP is clearly defined,and the five main characteristics of broadcasting APP differing from the tradition are found out.At the same time,two kinds of mainstream classification methods are listed and analyzed respectively.The third part is chapter 3 and chapter 4,which is the main part of this thesis.Taking the Himalayan FM as an example,this part analyzes its status quo from four aspects,such as user scale and attribute,use scene and time,content production mode and commercial profit model,but also discovers the five plight of the Himalayan FM.At the same time,the PEST analysis method is used to study the favorable environment of the Himalayan FM from the four macro aspects of politics,economy,society and technology.Moreover,this part also offers practical development strategies to overcome dilemmas from the aspects of content,market,profit,operation,product and talent making use of the advantageous environment.The fourth part is chapter 5.In this summary part,dilemmas and strategies of the Himalayan FM's development are summed up in order to look at the industry difficulties of the entire broadcast APP and put forward the direction of development.Through the analysis of firsthand experience and the data of Himalaya FM and the retire broadcast APP industry,the conclusions show that broadcast APP in our country although in a stage of rapid development,but still faces many difficulties,the problem of industry competitive pressure,weak profitability,content homogenization,client bloated,Excessive employee mobility are particularly significant and worthy of attention.In the future,in order to achieve a healthy and stable development,broadcast APP must take advantage of macroscopic favorable conditions in our country,and mainly seek a breakthrough in the six aspects of content,market,profit,management,products and personnel.